Beauty and personal care (BPC) market in the country is expected to touch USD 10 billion by 2021 growing at an annual rate of 5-6 per cent on the back of evolving consumer awareness and aspirations, according to a report by IBHA.

On a global comparison, per capita spend in India at USD 7 (about Rs 450) on BPC is significantly lower than that in developed nations and the market is estimated to be USD 8 billion, according to the Indian Beauty and Hygiene Association (IBHA).

Yet, the expansion of the market is in line with India's GDP growth, it said, adding the rural market will also start driving growth.

"There is a paradigm shift in consumer preference from looking good to feeling good, and the industry is innovating to address the evolving consumer awareness and aspirations," IBHA said in its report.